Helen Neal, founder of HN Communications and creator of the Impact Framework, joins Andrew Phipps to explore why greenwashing is usually a process problem rather than an intentional deception, and why the opposite failure, "green hushing," where companies go silent out of fear of getting it wrong, can be just as damaging. Helen explains her route from UK Parliament and Nissan's early push for electric vehicles to founding a B Corp consultancy, and walks through Zena, the AI platform she built to flag greenwashing risk in sustainability claims before they go public. The conversation closes on how businesses can use AI as an opportunity generator rather than a cost cutter, and how to square AI's environmental footprint with its potential to help solve the very problems sustainability teams are working on.

Guest: Helen Neal, founder, HN Commun ...